Does Albertsons' Pay-it-Forward program backfire?

It's commendable when companies strive to become more Earth friendly. Likewise when they launch drives to help various charities.

But sometimes, it's the way some retailers pitch campaigns that cross the line from creative to a little guilt-trippy.

On Friday, Albertsons cashiers gave their first five customers "free" reusable bags, then asked those folks whether they'd like to spend a dollar on another reusable bag for the next person in line. The Pay-It-Forward "one-day feel good activity" was supposed to go all day.

"As customers receive their bag they will be invited to dig into their pockets and purses," a company announcement said. "It's that easy to participate!"

The grocer will likely achieve its desired effect -- getting more people will buy reusable bags than on a typical day. Last year, about 70 percent of its customers participated, snapping up 26,000 bags -- a number the grocer usually takes several days to reach, said Lilia Rodriguez, a spokeswoman for Boise-based Albertsons, which is owned by grocery conglomerate Supervalu Inc.

But wouldn't it be more effective to simply hand out free bags to the folks who'll actually use them again?

"What they're doing is imposing a certain set of values on a customer in a very public way," said Ringold, a marketing professor and dean of Willamette University's Atkinson Graduate School of Management. "With something like that, it's hard to say 'no,' and customers don't like to have their choice taken away."

Ringold and other marketing experts pointed to research that shows customers are so averse to being told what to do that such a move might actually reinforce the opposite behavior. So, they said, it stands to reason that a customer pressured to buy a reusable bag might not use it or at least won't buy another independently.

The Desk rolled out to a few Albertsons stores Friday to check it out. From this vantage point, Pay-it-Forward day appeared to be a campaign that excites corporate types more than the cashiers. The Desk saw very few reusable bags being pushed out the door and, after going through a few checkout lines, had to ask to buy a bag.

In some ways, the campaign is reminiscent of the spiel at Safeway that has drawn more than a few grumbles from readers. There, cashiers ask if you want to round-up your total, with the change going to a given charity. Those coins add up: Earlier this month, the Pleasanton, Calif.-based company announced that its 1,700 stores helped raise $11.2 million for the Muscular Dystrophy Association through such donations.

Still, some say, the practice of asking for donations loud enough for others in line to hear shames -- rather than inspires -- customers into giving.

Maybe, pay-it-forward programs are best when they're simply that: Gifts given without any expectation of something in return.

More genuine acts may even heighten customer loyalty and, even if unintended, is better marketing.

Take Cynthia Rose, who called The Desk to gush about her experience at Hoot-n-Annie Children's New & Resale Boutique in Southwest Portland.

The first-time grandma had been setting aside money on layaway at the shop for a baby carrier since learning in January that her daughter-in-law was pregnant.

Rose, a longtime customer of the shop, said she doesn't have much money and had only been able to pay $30 of the $40 cost when she broke her toe last week. She realized she'd need the $30 to cover her co-pay for the walking cast and, disappointed, called to ask the store if she could have her money back.

On Thursday, she said, the store's clerk said that indeed, owners Tonya and Neil Manning, would happily return her $30.

They also wanted her to have the baby carrier.

Have a complaint? Contact Laura Gunderson at The Desk: 503-221 8378 or complaintdesk@news.oregonian.com. Read more at twitter.com/thedeskonline.